Award-winning design and brand strategy carries Paragraphs to landmark win with integrated marketing and awareness campaign.
Paragraphs was in a celebratory New York state of mind at the 2014 MM+M Awards – pharmaceutical marketing’s most esteemed and authoritative awards program for agencies and media companies – winning the Gold Award for Best Multichannel Campaign (Small Clients) for our PreventIV Measures Packaging and Labeling Campaign for long-standing client SAGENT Pharmaceuticals.
In this prestigious and hotly contested industry competition, Paragraphs was honored for developing a breakthrough strategy and award winning design in its integrated marketing and awareness campaign. The “small clients” category at MM+M is defined as client companies with less than $2 billion in annual revenue. Competing against agencies that are 10, 20 and 50 times our size, Paragraphs scored the greatest upset victory in the state of New York since perhaps the 1980 USA Hockey Miracle on Ice defeated the Soviet Union Red Army team. While that 1980 matchup in Lake Placid pitted amateur athletes from TEAM USA vs. professional athletes from the Soviet Union, the 2014 MM+M Awards pitted creative professionals vs. creative professionals from all over the world on the most level of playing fields.
The criteria/burden of proof was simple: the award winning design would need to demonstrate innovative marketing strategy, exceptional creative execution and generate measurable results – in order to be recognized as the year’s best integrated marketing and awareness campaign.
The MM+M Awards cocktail reception, dinner and ceremony were held at elegant Cipriani on 42nd Street in Manhattan, with a jubilant after party at the Refinery Rooftop that ran (danced!) until the wee hours of Friday morning. Paragraphs and SAGENT employees alike were happy to accept congratulations, compliments and complementary libations from MM+M Awards attendees – including judges, big pharma executives and competing marketing agencies.
“This award winning design is the kind of integrated marketing and awareness campaign that is going to help change healthcare,” one judge said. All judges praised the strategy, creative approach and results, which included a 33% sales increase and record revenue for SAGENT. Several products, including LEUCOVORIN Calcium for Injection with PreventIV Measures Packaging and Labeling achieved number-one market share in less than a year from market launch.
The crux of the PreventIV Measures awareness campaign – and the key to differentiating SAGENT’s generic injectable offering – is to pursue an integrated marketing strategy that will help caregivers 1) understand some of the root causes of medication errors and, 2) take steps to reduce that risk and enhance patient safety across the enterprise by choosing products with highly differentiated packaging and labeling that feature easy-to-read drug names and dosage strengths. Put another way: there are thousands of sound-alike drugs in the pharmacy that are used throughout the hospital. SAGENT’s PreventIV Measures promotes the idea that just because drugs sound alike, there’s no reason they have to look alike. (Most manufacturers use a template labeling approach for their products where very little changes on the label from drug to drug – which only exacerbates the look-alike problem.)
To help assist caregivers in their pursuit of accurate medication selection, the strategic decision was made to create a unique label and package for every SAGENT product. The result is an award winning design approach that highlights a patient-safety market focus, a user-friendly product design and a brand position that conveys a lasting, unassailable benefit.
Hospital pharmacy customers, the ultimate arbiters, agree. SAGENT was #1 in the Crain’s Chicago Fast Fifty in 2013 and is #7 in 2014, experiencing a growth rate of 186,000% over the past five years. SAGENT’s PreventIV Measures also was bestowed with a prestigious Chicago Innovation Award in 2013 for its groundbreaking contribution to patient safety – an honor achieved by less than 2% of companies considered.
Thankfully, you haven’t seen the last of SAGENT’s PreventIV Measures. And that’s good news for everyone.
An award winning design of an integrated marketing and awareness campaign is great. Enhancing patient safety is even better. It’s something we all can celebrate. And, rest assured, we will.